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Resume

Foster Collaboration & Drive Projects Forward with Influential Insights & Impactful Strategies

 

Human-centered researcher and leader skilled at navigating ambiguity by focusing on the big picture, identifying, and removing obstacles to enhance the overall consumer experience, and implementing organizational changes that fuel business growth. Excels in setting clear, actionable strategies that align matrixed organizations and inspire the best in teams.

Skills & Expertise

  • Design thinking methodologies

  • Mixed methods – Qualitative & Quantitative

  • Strategy development

  • Cross department collaboration

  • Team development

  • Research scoping & design

  • Insights & framework creation

  • Workshop design & facilitation

  • Stakeholder collaboration

  • Prioritization

Experience

2023 - 2024

Target

Senior Manager Design Research - Digital & Marketing

Managed design researchers supporting company’s internal marketing agency, Target Creative. Uncovered consumer needs, friction points, and opportunities across marketing and digital experiences. Collaborated with partners to translate insights and business context into strategies and tactics to create the best experiences for consumers across channels.

  • Facilitated workshops with leadership, inclusive of Senior Directors and VPs, educating and identifying consumer research needs across multiple work streams, aligning and prioritizing where research would have greatest impact. Built project calendar based on team bandwidth, maximizing impact.

  • Led cross-functional team to reimagine deals experiences on digital platforms, laying foundation for Target Circle loyalty program relaunch, improving omnichannel shopping, and boosting conversion rates +10% and affordability perceptions.

  • Connected 20+ insight and analytics teams across enterprise, establishing routines and creating knowledge hub to re-launch new 3-tiered loyalty program, Target Circle. Consolidated learning plans across teams, removing duplicative efforts and reducing research spend by $250K. Launch led to 2M+ new sign ups.

2020 - 2023

Target

Lead Design Researcher - Digital & Marketing

Spearheaded cross-functional stakeholders to develop consumer-centric strategies; drove growth through improved omnichannel experiences. Created efficiencies, developing prioritization metrics, growing team, hiring, collaborating across insights teams, leveraging agency partners, and bringing in new research and project management tools.

  • Prioritized consumer research across workstreams, working with cross-functional leaders to build research roadmap.

  • Designed and executed multi-phased learning plans of key priorities for physical and digital experiences. Facilitated research immersion sessions with teams, translating insights and business priorities into strategies and roadmaps.

    • Increased click-through rate for email +36% and push +9% through content strategy evolution, boosted traffic +42%, conversion +4x, and AOV +3x in digital makeup try-on experience through expanding functionality.

    • Removed 2 weeks within apparel and accessories digital content process by using research insight to focus business strategy.

  • Developed training program and templates for designers to bring more consumer research into process. Freed up research team bandwidth, focusing on exploratory work with 14 designers leading refinement research.

2017 - 2020

Target

Senior Design Researcher - Digital & Marketing

Built first consumer research capability within company’s internal marketing agency to keep consumer needs at center of design process.

  • Created and implemented research process and documentation, aligning expectations across partners.

  • Scoped and designed research from quick-turn user testing to multifaceted learning plans around strategic initiatives, positioning cross-functional teams on design and experience principles.

    • Drove incremental +$92M in demand with average 14.44% conversion to newness experiences through experiences evolution.

    • Achieved double-digit market share growth with Hispanic consumers and heightened digital sales +21% through print and digital Holiday Toy Catalog strategy evolution.

  • Democratized and expanded reach of consumer research by conceiving opportunities for designers and business partners to connect with consumers and integrate refinement research into processes.

    • Established research days, bringing in groups of consumers regularly for teams to quickly get direct feedback.

2014 - 2017

Target

Senior Specialist - Consumer Insights & Strategy

Collaborated with merchandising and marketing stakeholders to scope learning plans and write requests for proposals (RFPs) based on goals. Managed agency partners to execute multi-phased learning plans and collaborated with stakeholders to evolve strategies grounded in insights.

  • Converted business inquiries into actionable research objectives, shaping strategies across financial services offerings, contact center experiences, and owned brand packaging updates.

  • Brought to life new attitudinal segmentation to 8.5K headquarter employees, driving consumer centricity as competitive advantage. Built immersive website with podcasts, articles, and activities, illustrating unique needs across segments to build empathy. Organized internal marketing campaign for socialization.

  • Developed training on workshop design and facilitation to upskill Consumer Insights and Strategy Team on methods of immersing and collaborating with stakeholders.

2013 - 2014

Target

Designer - Furniture   

Grew owned brand furniture by +7% by developing differentiated strategies for each brand grounded in consumer and business needs. Design owned brand furniture assortment activating strategies.

2010 - 2013

Target

Design Strategist - Product Innovation

Executed for internal consulting group tackling the company’s most difficult problems. Worked with cross-functional teams to spread design thinking methodologies.

  • Developed bootcamp curriculum teams used on 60+ projects to take human-centered approach, bringing innovation to problem solving.

  • Built learning plans, led cross-functional teams through process, synthesized diverse research sources into actionable insights, developed category strategies, and created consumer narratives, immersing and aligning stakeholders.

Education

d.school Executive Education Boot-Camp

Stanford University

Stanford, CA

Bachelor's Degree in Industrial Design

University of Cincinnati College of Design, Architecture, Art, and Planning

Cincinnati, OH

Product Design Co-ops

Gained a wide variety of design and research experiences through six, three-month co-ops while in college at a variety of design consultancies and corporations. Worked at: New Balance, Fisher Price, Essential Design, Teams Design, Mixer Group, & Herbst LaZar Bell.

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